Determinants of Business Performance among Online Sellers in Bukidnon

The growth of digital entrepreneurship has created new opportunities for small-scale online sellers, especially in rural areas like Bukidnon. Despite the accessibility of digital platforms, many online sellers face challenges in sustaining their businesses due to limited digital skills and hesitation to take risks. This study aimed to examine the influence of Digital Entrepreneurial Mindset and Risk-Taking Behavior on Business Performance among online sellers in Bukidnon. A descriptive-causal research design was employed, surveying 100 respondents through a validated questionnaire. Data were analyzed using descriptive statistics, Pearson’s r, and multiple regression analysis. The findings showed that online sellers generally agreed with having a digital entrepreneurial mindset and a willingness to take financial, market, and technological risks. Significant positive relationships were found among all variables. However, multiple regression results revealed that only market expansion and technology adoption significantly influenced business performance. Adaptation, Innovation, digital literacy, and financial risk did not show a significant direct effect. These results suggest that while having a strong entrepreneurial mindset and risk awareness is essential, practical strategies—such as expanding into new markets and adopting new technologies—play a greater role in improving business outcomes. The study highlights the need for targeted programs that strengthen online sellers' strategic capabilities, digital skills, and market expansion strategies. Policymakers and entrepreneurship trainers should focus on equipping sellers with practical skills to sustain and grow their digital businesses.